Power Pyramid MAP

Speaker 1:

Let's work out quickly how to work out this Power Pyramid thing, and you can see there the Power Pyramid at the bottom end, low power/low fees. At the top of the Power Pyramid, high power/high fees. You want to be towards the top, it's going to be beneficial to you to be towards the top. Of course, we've got generalist down the bottom. Finish the saying, Jack of all trades, master of... We really want to be higher than that, you could be a specialist. A specialist is just someone perceived as focusing predominantly on one type of project or one type of style or one type of something, predominantly. Authority recognized by the industry, not necessarily your marketplace, but your industry recognized you as an authority.

Speaker 1:

That's a little bit harder to manufacture. The celebrity, even though it's higher up the pyramid, is actually a little bit easier to create that. You want to be high profile personality within your market, surrounded by the symbols of power. Like you say, making yourself look like a celebrity within your market or a celebrity designer is easier than being an authority designer because it's harder to get your industry to recognize you, where a celebrity is more perception. An example would be of a specialist, maybe I do just passive house type homes, or predominantly, or I'm a healthy office remodeler specialist. Author of the book this, and I lecture on this topic would be examples of that. If I'm a celebrity, I've got awards featured in a magazine and I've designed Brad Pitt's home, or maybe Richard Branson's office. That would be examples of how I would use the symbols of power to position myself as a celebrity.

Speaker 1:

What are the symbols of power? Because these are the things that people look at to find out where you fit on the Power Pyramid. What I really want you to do is just fill us out. I've been through most of these about your fees, books you've written, articles you've written, being interviewed, who you're seen with. Are there photos of you hanging out with famous people? Is there stuff written about you? Can you get stuff written about you? Maybe you have some well-known clients, maybe what people say about you? Thought leadership, past projects, awards, and celebrity style images. Now, those are some of the symbols of power, and then it's a question of where are you going to plant them? You've got collect those things, and then where do I plant them? Website, Shock and Awe Box, Facebook.

Speaker 1:

There's a whole range of different places you could, basically, name drop those symbols of power in different places so that it forms the perception of someone comes into your world. They see those things, they're immediately going to try and work out where you fit on the whole equation. If they're planted in the right place, then they'll form an opinion of you that's in line with your million dollar message or how you want to be seen. Then you would work out, "Where am I going to place, let's say, these different things?" I'm going to put these things on my website and I'm going to put some other things in my Shock and Awe Box, and that's kind of the process you'll go through. You'll use that chart on the right to reinforce your million dollar message and how you want to be seen.